Have you listed on Vrbo and started getting consistent bookings? The next step is to refine your advertising strategy.
But don’t think advertising on Vrbo is just about getting more business. A good strategy helps you stand out in a competitive market and reach your target demographic. Really effective advertising means you spend less time on outreach and marketing and get to focus more on the big picture.
Our guide breaks down everything Vrbo hosts need to get started with advertising. We look at how Vrbo ad campaigns work, what tools and resources are on offer, and the best ways to promote your listing.
What is Vrbo advertising and how does it work?
Vrbo advertising refers to the tools built into the platform that increase your visibility. These tools work by highlighting your listings, matching them to the right travelers, and promoting any special offers.
Anybody with an active listing can use Vrbo’s basic advertising tools. They’re available through the dashboard and enable you to boost visibility, reach more guests, and monitor performance. If you achieve Vrbo’s Premier Host status, you can also access some advanced advertising features.
Since Vrbo is a part of Expedia Group, some programs let you advertise on partner sites. This gives your listings even more exposure, leading to more bookings.
But nothing says your advertising efforts have to stop at Vrbo. Many hosts combine the platform’s features with external tools like social media marketing, search ads, and email campaigns. Casting a wide net gives you the best chance of attracting new guests and keeping bookings steady all year round.
Benefits of advertising on Vrbo
Is Vrbo advertising really worth your attention? Here are the top five benefits so you can understand the impact it can have on your company’s success:
- Higher booking volume: When you boost your visibility, more users see your listing and make a reservation.
- Extra credibility: Guests are more likely to trust listings that appear high in the search and have one of the Vrbo badges. This may nudge them closer to booking.
- More high-value customers: Great advertising tells users who your business is really for. It’s worth getting these guests because your target demographic is more likely to book, take longer stays, and return the next year.
- Happier guests: You can use advertising to set realistic expectations about your property. Guests are more likely to enjoy their time and leave positive reviews when they don’t feel misled.
- Broaden your exposure: As Vrbo gives you access to Expedia’s broader network, you have an opportunity to tap into a larger audience. You may find new demographics or uses for your property that you haven’t considered.
- Less wasted resources: A good marketing strategy fills your calendar faster, meaning you spend less time trying to fill the gaps. It also means you’re less likely to need to drop your prices at the last minute to get bookings.
Vrbo’s built-in advertising tools
As mentioned, Vrbo offers several tools to help users promote their listings. Here’s a quick look at what’s available:
Promotions suite
Vrbo’s Promotion Suite is the main set of advertising tools available to all hosts. It lets you create offers to help your listing appear higher in search results and appeal to more users.
Promotions can be for everyone for a limited time or for specific groups of users:
- Early birds (aka those booking over 60 days in advance)
- Last-minute guests
- One Key members
- Mobile device users
Newcomers to Vrbo can also benefit from boosting their listing in the first 90 days. This helps you compete with established users and get your first guest reviews.
Expanded distribution
If you have instant bookings enabled, you’re eligible for Vrbo’s expanded distribution network. That’s when the platform automatically shares your listing with its partners:
- Expedia
- Travelocity
- Trivago
- Travel Agent Affiliate Program
There’s no additional cost, and hosts can manage reservations from outside the platform within their Vrbo dashboard.
Premier Host
Technically, the Premier Host status is a reward program for hosts who consistently meet strong standards like positive reviews and quick responses. However, it gives you access to more advertising features, so we’ve included it here.
If you earn Premier Host status, you automatically get:
- A Premier Host badge on your listing
- A place in the Premier Host filter
- A boost in search position
- Eligibility for Vrbo email, social, and PR campaigns
Note that Vrbo bases Premier Host status on individual listings as of 2026. You must earn your badge for each vacation home and maintain it to continue benefiting from these advertising features.
Ranking metrics
Again, ranking metrics aren’t strictly an advertising tool. We’ve included this built-in Vrbo feature because it gives you essential feedback on your strategy. By tracking data like bookings and acceptance rates, you can see whether your advertising is having the impact you expected.
Founder of Empty Table Interiors, T.J. Saunders, says, “I measure the success of advertising campaigns by monitoring performance indicators that reflect guest satisfaction and booking confidence. This includes changes in occupancy rate, nightly rate, and the quality of reviews.”
External advertising channels that can drive Vrbo bookings
Vrbo isn’t the only way to direct more guests to your listing. A multi-channel approach ensures you reach the broadest audience and sets the impression that your business is an established brand.
Social Media and retargeting
Platforms like Facebook and Instagram are one of the simplest ways to extend your reach beyond Vrbo. They let you showcase your property through photos and videos and redirect users back to your listing pages. Users might not even necessarily be thinking about booking a getaway when they stumble upon your content.
Encourage past guests to tag posts with your property name to make the most of social media platforms. If any followers feel inspired by their vacation pics, they’ll know how to find you to make a booking.
Google Ads
Google Ads lets you target searches for stays in your area and guide users to your Vrbo listing. For example, they might search for “entire homes near Lake Tahoe,” and they’ll start seeing your adverts on the side of the screen. One click and they’re taken to your Vrbo listing.
Just keep an eye on your ad spend. Google Ads are paid per click, and costs can range from $100 to as high as $10,000 in a single month.
Email marketing for repeat bookings
Email marketing helps you engage with past guests and encourage them to re-book. You can send them personalized messages with offers, referral programs, or special promotions to incentivize them to visit you again. But limit your outreach to once or twice a year to avoid spamming your contact list.
Don’t have time to manage communications? Marketing automation enables you to create templates, filter guests, and send bulk messages. Best of all, leading solutions like Hostfully should integrate with your Property Management Software (PMS) to share data.
Top tips for Vrbo advertising
Great advertising isn’t about having the right tools. Here’s how to use the resources you have at your disposal to form an effective strategy:
Wait until you’re ready
Get the basics right before you launch your advertising strategy. Saunders says, “I believe that hosts are ready to invest in ads after their organic foundation has been established, meaning the listing is professionally styled and photographed, the property’s brand is clear and consistent across platforms, and guest reviews confirm that the experience matches what the photos promise.”
She adds, “Without that, ads will only amplify what’s not working. When the visuals, copy, and guest experience are aligned, paid ads become a multiplier instead of an expense without a good return on investment.”
Develop a consistent brand
Make sure your visuals and messaging are aligned everywhere you advertise your Vrbo properties. That includes listing pages like Airbnb and Booking.com, social media, and off-platform ads. Potential guests are more likely to book if they have a smooth online experience when they follow a link to your Vrbo or don’t see any difference when comparing channels.
While Vrbo limits how much you can customize your page, you still have a lot of creative freedom. Photos should match the color scheme on your website and socials, while descriptions should have a similar tone of voice to any posts, comments, and blog articles.
Invest in strong visuals
Images are fundamental to your ad strategy because they showcase your properties. Make sure you follow the Vrbo requirements in terms of number (minimum six) and size (1024 x 683 pixels). If you’re not confident in your own photography skills, consider investing in a professional.
Saunders recommends using “lifestyle shots” to show guests how they might use the space. “For example, photos of a cozy fireplace with wine and charcuterie, fishing poles by an outdoor pond, or a candlelit dinner at outdoor café-style seating.” This gives them a stronger sense of the type of experience they can expect, incentivizing them to book.
Leverage guest reviews
Reviews are a powerful advertising tool. You can use them to rank higher on Vrbo, demonstrate that you can offer a high-quality experience to potential guests, and achieve Premier Host status.
Encourage guests to leave reviews by prompting them a few days later. You can use PMS with a unified inbox like Hostfully to write template requests and schedule them for an optimal time. A few days after check-out is best because this gives everyone a chance to recover from their return trip.
Tap into influencer or creator partnerships
Expand your social media reach by collaborating with travel influencers. You can offer them a discounted stay in exchange for them sharing content like photos, videos, and podcasts about your properties with their followers.
Instead of looking for a mega influencer, prioritize finding someone with a loyal following that fits your niche. They’re the most likely to resonate with potential guests, driving bookings. Micro influencers still have around 5000 to 30,000 followers, and they’re more likely to suit your marketing budget.
Use data to refine performance
Finally, check that your Vrbo advertising is having a measurable impact on business. You should see an increase in impressions, booking requests, and occupancy rates over time.
These checks are an opportunity to identify what’s not working and change direction. For example, you might notice that your bookings increase and then plateau in October during the slow season. That might be a sign that you need to double down on promotions or generally lower pricing to attract guests.
Keep your Vrbo advertising strategy strong with Hostfully
Building an effective Vrbo advertising strategy means showing guests why they should stay with you. But you can’t do that unless you can offer them a top-notch experience.
Hostfully PMS helps you live up to your promises. Our software automates key operations so you can focus on your guests and streamlines processes so their entire journey from booking to check-out is frictionless.
Sign up for Hostfully and you get:
- A channel manager to keep property data consistent across Vrbo and other rental sites
- A digital guidebook to welcome everyone to your rentals and the local area
- Smart devices so guests can easily check in and adjust the property to their preferences
- A unified inbox to send personalized messages to every guest
- Task management so properties are always clean and ready
After all, great advertising only gets people through the door. It’s the experience you can offer that supports a sustainable vacation rental business model.
FAQs about Vrbo advertising
Is Vrbo advertising worth it for small property managers?
Yes, even small short-term rental businesses can benefit from Vrbo advertising. It can help you increase bookings and improve your bottom line, giving you more finances for potential expansion.
Can I run Vrbo ads myself, or do I need a PMS?
Yes, you can manage ad campaigns directly on Vrbo, but a PMS is also a useful tool. Solutions like Hostfully can help you keep your listing updated, ensure pricing is consistent, and conduct outreach via guest messaging.
What is the best time to advertise on Vrbo?
The best time to advertise on Vrbo depends on your context. Generally, it’s better to run ad campaigns during slow periods when your calendar has gaps and you need to incentivize guests to book.
How can I measure Vrbo ad success?
You can measure Vrbo ad success directly by tracking impressions, clicks, and conversion rate. Additionally, you can get an idea of the overall impact by analyzing your bookings, occupancy rate, and overall profitability.
